雄猩猩是一家创意公司 它为其他公司提供数字工具 让它们以自己的创意方式成长 Male chimp is a creative company that gives other companies' digital tools to grow in their own creative ways.
所以当需要向目标受众做自我介绍时 So when it came time to introduce themselves to targeted audiences,
他们用自己独创的方式向世界问好 they did it in their own original way by saying hi to the world with not one,
不是两个 not two,
而是九种独特迷人的体验 but nine uniquely engaging experiences.
它们都非常不同 They were all very different,
但它们有一个共同点它们听起来都像雄性黑猩猩 but they had one thing in common they all kind of sounded like male chimp,
他们设计了一个付费搜索活动 无论哪种体验激起了你的兴趣 and they designed a paid search campaigns so that no matter which experience piqued your interest,
你会找到回到男性频道的路 you find your way back to male channel.
第一 First.
他们在影院上映了三部短片 引起了观众的注意 they caught the attention of cinemagoers when they released three short films in theaters.
全国性的大漩涡 nationwide maelstrom.
凝胶飞艇 杀了他 Gel blimp and kill him.
然后他们把注意力转向了音乐世界 Then they turned their attention to the music world.
他们的意思 They mean well,
一个真正的乐器说 said a real musical instrument,
完全由井里的噪音构成 made entirely out of well noises,
并将他与死神合奏音乐 and put together Vale him a musical collaboration between death,
亨氏和他的朋友 还有库克 他们的合作创造了一首热门单曲 Heinz and friend and Cook that spawned a hit single and a sexy,
互动音乐视频 interactive music videos.
他们给美甲艺术的影响者提供了一个世界范围的平台来争夺男性美甲冠军的最终头衔 They gave Nail art influencers a worldwide platform to battle for the ultimate title of the male champion,
创造了发型和美容潮流 比如男性克雷默和蜗牛图案 它们是如此荒谬 以至于他们实际上流行起来并在实际的零食中发明了协会 created hair and beauty trends like the male kraemer and snail Print that were so ridiculous they actually caught on and invented fellowships in actual snack food.
由碎薯片制成 made from crushed potato chips,
他们将令人惊奇的东西注入到文化的各个部分 they dropped amazing things into every part of culture,
然后他们等待合适的人来接他们 and then they waited for the right people to pick them up.
滚石 和 干草叉 杂志在头版刊登了 帮助他 的文章 并对他们大加赞扬 Rolling Stone and Pitchfork featured avail him on their front pages and raved about them.
在他们获释后的几个小时内 Within hours of their release,
导致了将近200万的流量 leading to nearly two million streams,
法国民间报纸杂志和 纽约客 对最热门的发型都爱不偏不倚 French folk paper magazine and The New Yorker couldn't get enough of the hottest hair track.
雄性的坡道 the male ramp well,
synth在业内大获成功 比如实验性摇滚之神 synth hit the big time with industry insiders like experimental Rock God,
BrianEno美甲冠军有超过一百万的观众在我们的预展上 Brian Eno Nail Champ had an audience of over a million nail our advance,
然后他们分发了超过20万袋失败的芯片 And then they gave away over two hundred thousand bags of failed chips,
渗透饮食文化 启发名厨食谱 infiltrating food culture and inspiring recipes from famous chefs,
雄性黑猩猩这样做是为了达到特定的目的 you see male chimp do that to reach a very specific audience.
最直接的道路并不总是最明显的道路 The most direct path isn't always the most obvious one.
他们也知道 如果你为观众做的东西足够独特 They also knew that if you made something unique enough for that audience,
它们会向前寻找 回到雄性黑猩猩身边 they'd search forward and make their way back to male chimp,
品牌的信息是明确的 where the brand's message was clear.
用自己的方式做事不仅更有趣 Doing things your way isn't really just more fun,
这是好生意 it's good business,
尤其是当你知道互联网是如何运作的时候 especially when you know how the Internet works.